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GE Takes Out Rare Super Bowl Ad to Tout Smart-Grid Technology

By

Paul Glader

Updated Jan. 22, 2009 11:59 p.m. ET

General Electric Co. plans a Wizard of Oz theme to tout its smart-grid technologies in a rare 30-second Super Bowl ad on Feb. 1.

A GE spokeswoman says the Fairfield, Conn., conglomerate has not advertised on the Super Bowl since at least 1981. The Super Bowl this year airs on GE's NBC network. That means the cost of the ad, which could be up to $3 million, will stay in the corporate family.